The Art of Persuasion

Exploring the essence of persuasion, this chapter discusses the difference between persuasion, influence, manipulation, and negotiation. Drawing from Aristotle's philosophy, it emphasizes the fundamental human need to have others believe what we believe.

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This week it’s my pleasure to welcome Carlos Alvarenga for a chat about his new book, The Rules of Persuasion: How the World's Greatest Communicators Convince, Inspire, Lead--and, Sometimes, Deceive. Carlos is an independent researcher and author. Before writing full-time, he worked as a management consultant and adjunct professor at the Robert H.Smith School of Business at the University of Maryland. Carlos holds a B.A. in Humanities and Classical Greek from Hampden-Sydney College and completed the Post-Baccalaureate Program in Classics at the University of Pennsylvania.

In this conversation we delve into the compelling world of persuasion as the art and science that influences every aspect of our lives. Carlos explains how he drew inspiration from Aristotle's foundational work on rhetoric to craft his book. We will unravel the subtleties of persuasion—as the act of shaping beliefs within a community—and how it distinguishes itself from manipulation and coercion. Carlos guides us through his periodic table of persuasion and the vital role language plays in shaping our reality. In addition, we discuss the shifts in teaching persuasion and the emergence of augmented intelligence, and how technology like deep-fakes are testing the limits of authenticity. Carlos also shares personal anecdotes, emphasizing the potency of storytelling, and offers insights into creating messages that resonate deeply with audiences regardless of their background or educational level.

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Charles Duhigg on the Super Power of Clear Communication at Home and Work

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